Mobile Theatre - June 19th, 15:00-15:30 We discuss the pros and cons of responsive web design – particularly with regards to SEO, costs and performance – versus dedicated mobile websites, and we then delve into the technology required to implement cutting-edge mobile device support for an enterprise-class website.

1. RESPONSIVE WEB DESIGN
ADVANTAGES & BEST PRACTICE
19TH JUNE 2014

2.  Darrin Addams
• Co-founder with 25+ years’ experience
• Ex-Capgemini
 Mike Cundall
• DNN Consultant
• One of UK’s most skilled DNN specialists
PRESENTERS

3.  Established in the UK in 2003
 Based in Manchester, presence in London
 Largest specialist DNN team in the UK
• Analysts and Consultants
• Web Developers and Software Engineers
• UX Designers
• Support
• Project Managers
ABOUT US - COMPANY

4. Cantarus’ Mission Statement
To be the UK’s provider of choice for best-of-breed web
solutions based on DNN technology and through that to
deliver innovation, quality and measurable ROI to our clients
ABOUT US

5.  Originally a Microsoft technology demonstration
 DNN Platform: now the world’s largest open
source project on Microsoft technology
 Powers over 800,000 production websites
 Downloaded more than 7 million times
 World’s leading Microsoft-based WAF and CMS
 Under stewardship of DNN Corp.
 Base for Evoq products
ABOUT DNN SOFTWARE

6.  DNN Platform:
• Free, open source base
 DNN Evoq Content:
• Supported
• Enterprise-class CMS
• Two editions
 DNN Evoq Social
• Supported
• Build social communities
• Integrates with Evoq Content
 Evoq as a Service
 DNN Evoq Suite: The Social CMS
DNN PRODUCTS

7. OUR CLIENTS
Tennants
Distribution

8.  One billion smartphones in use
 One half of all local searches via mobile devices
 Average users can spend 2.7 hours per day socialising on a
mobile device
 Over a third of all traffic on handheld mobile/tablet device
 Mobile (tablet and smartphone) traffic share increased
from 23% to 37% in 2013
 Desktop traffic share decreased from 77% to 63% in 2013
 Mobile and tablet web browsing set to overtake
traditional desktop usage in 2014
MOBILE DEVICE SHARE

9. AVERAGE UK MOBILE SHARE - 2013

10.  Traditionally, websites always designed from
desktop experience first
 Mobile and tablet was a secondary goal
 Growing trend that mobiles considered first
and then work up to desktop experience
 “Mobile First” web-design quickly becoming a
widely-adopted design principle
 There are considerations such as what type of
user will be viewing your site
MOBILE FIRST

11.  Graceful degradation is the idea that the
designer starts with the desktop website and
scales the site back to gradually remove
content and features as the screen size
becomes smaller.
GRACEFUL DEGRADATION

12.  Progressive enhancement is the idea of
starting with the best that can be achieved on
a mobile device, designing a site that is the
best it can possibly be for the smallest
devices and then gradually enhanced for
larger, desktop, screen sizes.
PROGRESSIVE ENHANCEMENT

13.  Same goal, different results?
 GD may result in severely watered-down mobile
version so reality is to consider mobile as part of your
desktop design
 PE can let you add/improve as you can which ties in
with Agile development (sprints which improve
functionality)
 Performance can suffer from a GD approach as mobile
can end up loading desktop content which it then
ignores. PE approach tends to produce leaner
implementations
 Foundation and Bootstrap are now mobile-first
DEGRADATION VS ENHANCEMENT

14.  Aimed at crafting sites to provide an optimal
viewing experience,
 Easy reading and navigation with a minimum of
resizing, panning, and scrolling,
 Targets a wide range of devices (from mobile
phones to desktop computer monitors),
 A responsive site adapts its layout to the viewing
environment by using:
• Fluid, proportion-based grids,
• Flexible images,
• CSS3 media queries (@media rule extension).
RESPONSIVE DESIGN

15.  Lower development costs (single site)
 Easier (cheaper) to maintain and support
 Content is easier to create and administer
 Simpler deployment
 Reduced hosting and resource utilisation
COSTS

16.  Google recommends the use of Responsive
Design for creating mobile websites:
• Single content URL is easier for users to interact with,
share, and link to
• Single content URL helps Google algorithms assign
indexing properties for content
• No redirection needed for users to get device-
optimised view, which reduces loading time
• Saves resources for site and Google crawlers
• Single domain prevents SEO dilution across multiple
sites
SEO

17.  Dedicated mobile sites may have more scope to
meet requirements of mobile users
 In practice, responsive design can usually meet
all requirements
 Many frameworks available to speed up site
design and improve/standardise user experience
 DNN offers a device-aware content preview
feature
 Consolidated view – the ability to be device
agnostic when presenting content is implicit
USER EXPERIENCE (UX)

18.  A responsive design may offer lower-
performance than a dedicated mobile site as
desktop elements of a page may be downloaded
by a mobile device
 Mobile sites may be more applicable for users in
countries where Internet access speed is an issue
 Dedicated mobile sites can be much more
efficient in terms of:
• Data transfer
• Number of associated page requests
PERFORMANCE

19.  Typically a structure of files and folders of
standardized code
• HTML,
• CSS,
• JavaScript (e.g. mobile image sliders, mobile UX)
 Known as front-end/CSS frameworks
 Faster to develop with than a custom solution
RESPONSIVE FRAMEWORKS

20.  Bootstrap
• Built at Twitter,
• Managed via GitHub,
• Offers large number of styles.
 Foundation
• Made by ZURB, a product design company in
California,
• Features Interchange (HTML partials for device-
specific content – more later),
• Fewer styles out of the box than Bootstrap.
POPULAR FRAMEWORKS

21.  Mobile first
 HTML 5
 Uses Normalize.css to improve cross-browser
rendering (support IE8+)
 Fluid grid system scaling up to 12 columns as
device/viewport size increases
 Sass (Syntactically Awesome Style-Sheets)
• Extends and compiles into CSS
• Supports Mixins (for code reuse), variables
(numbers, strings, colours and booleans), arguments,
nested code and selector inheritance
EXAMPLE - BOOTSTRAP

22.  Lets you selectively load entire sections based
on the client device type
 Load different sections of your page for
particular media queries
 Load up mobile-friendly components on small
devices, and more robust/heavier/feature-
rich components for desktops
 Images - only load larger resources for
devices that can handle it.
FOUNDATION – INTERCHANGE

23.  Gumby – built on Sass pre-processor
 Yahoo Pure – lightweight, no JS plugins –
great for the metro design of Windows
 InK – includes drag/drop support and MIT-
licensed icons
 Skeleton, Responsive Grid System, Base,
Compass, Fluid Baseline Grid, etc.
OTHER FRAMEWORKS

24.  Bootstrap and Foundation have standard
download packages with styles and JS to
support lots of components
 You don’t need to download them all!
 Get only the JS and CSS you need for your
web site to reduce bloat and page load times
 Design first and then customise the package
to suit your requirements
LEVERAGING A FRAMEWORK

25.  9-month project
 25+ websites
 Migrated from bespoke
platform to DNN Evoq
 Largest DNN Evoq project by
daily page views
 Dozens of load-balanced
web servers
 Worked with DNN Corp.
core team
 Case study
SPORTS DIRECT

26.  Sister website of SportsDirect.com
 Same catalogue of products as
SportsDirect.com
 Previously no support for mobile devices
CASE STUDY - LILLYWHITES
www.lillywhites.com

27.  Support for mobile devices provided via 3rd party
service
 No support for tablet devices
 Very expensive to rollout new websites
 Have to maintain multiple codebases
 New features developed on desktop not
available on mobile devices
 Large % of users accessed the site via mobiles
devices…
PROBLEMS & BRIEF

28. Cantarus Brief:
“Convert the Sport Direct codebase
into a supportable, feature rich, fully-
responsive framework with support
for mobile and tablet devices…”
PROBLEMS & BRIEF

29.  Visitors should not be aware if it is a
responsive site as apposed to
dedicated mobile site
 Huge challenge to maintain
performance with addition of
responsive framework & additional
mark-up code
IMPLEMENTATION

30.  3 distinct views:
• Desktop, Mobile & Tablet
 Full gesture support
 Geo-IP detection of user location
 Switch to desktop/mobile view
KEY FEATURES
Responsive Switch
HTML5
Geolocation API

31.  Lazy-load images
 Use a CDN such as CloudFlare
 Mobile-first helps!
 Load menus asynchronously
• Over 2/3 of mark-up for Lillywhites Homepage
was mobile & desktop menus
• Menus are loaded after the page loads to give
users the feeling of fast load
PERFORMANCE

32. DEMONSTRATION
LILLYWHITES

33.  Mobile set to overtake desktop in 2014
 Choose your delivery vehicle – responsive design or
separate mobile/desktop sites
 Google recommends responsive design
 Responsive generally the cheaper and more desirable
approach
 Dedicated mobile site may still be the best choice
 Decide if mobile-first is your preferred approach - GD
vs PE
 Front-end/CSS frameworks for responsive design
SUMMARY

34. Thanks for listening; questions are welcome!
Darrin Addams & Mike Cundall
E: sales@cantarus.com
T: +44 (0)161 813 3100 | F: +44 (0)207 657 4254

35. SOURCES
http://www.intelligentpositioning.com/blog/2014/01/mobile-and-tablet-
traffic-set-to-overtake-desktop-by-mid-2014/
http://bradfrostweb.com/wp-
content/uploads/2011/06/progressive_enhancement.jpg
http://demos.jquerymobile.com/1.0a4.1/docs/_assets/images/jquery-
logo.png
http://filzhut.net/projects/responsive-switch/static/images/logo.png